Jeff Ford, the new Channel 5 director of programmes, said that he has "tens of millions of pounds" of extra money from the broadcaster's new owner, Richard Desmond, to spend on "big things, whoppers".

Ford, who took on the director of programmes job earlier this month when Richard Woolfe left Channel 5 as part of a management clearout by Desmond, declined to comment on whether he was negotiating to buy Big Brother.

His job was to ensure Desmond was "making the right decisions", he said.

During an interview with Jeremy Vine at the MediaGuardian Edinburgh International Television Festival he said pitches for new factual entertainment programmes were a good place to start with the extra money he had. The aim was to appeal to younger and upmarket viewers, and to attract larger audiences overall.

MediaGuardian.co.uk revealed earlier this week that Desmond had begun talks about buying Big Brother for Channel 5. The show ends its 10-year run on Channel 4 in less than a fortnight.

Ford refused to confirm whether he was negotiating with the producers of Big Brother, Endemol UK. "We are talking to many, many people, having loads of discussions," he said.

Desmond has put the reality show on his wish list alongside less probable targets: The X Factor, Top of the Pops and Panorama.

Ford, appearing relaxed and cheerful, said that Desmond was referring to his programming ambitions for Channel 5 in terms of "big things, whoppers". "We're here, we are going to be big, brash," he added.

Ford is going to Los Angeles for a week with Desmond next month, so the new owner can get to know the Hollywood studios.

He added that Desmond contrasted sharply with Channel 5 previous owner RTL. "You had to fight tooth and nail to get a pound out of it [RTL]," Ford said.

But with Desmond, it was "if you've got something you want to do, tell me about it".

"He's the boss, he's got enthusiasm. He has lots of ideas and suggestions, of course he does, he owns the station. I'm absolutely delighted he is taking an interest, My job is to ensure he's making the right decisions," Ford said.

He added that there no suggestion Channel 5 would start screening adult films from Desmond's profitable pay-TV porn business.

There were also clear opportunities for synergies with Desmond's print titles, including the Daily Express, Daily Star and OK!.

But Ford cautioned: "It has not been thought through yet, its only a week and a half, not time for a complete strategy, just initial conversations with Richard and the controllers."

Asked about the potential for building up new talent, and finding, perhaps, the next Katie Price by cross promoting budding stars from Desmond's print titles, Ford added: "Its a huge opportunity. But it has to come out of a programme format, having a show that creates talent. That's why people mention Big Brother, because of [its role in] creating celebrities.

"So it is a massive opportunity, but it's not going to happen in the next two weeks. Nor does it mean we are going to turn out back on established talent".

He said there were obvious opportunities for entertainment news show Live from Studio Five and OK! To work together, because both were gossipy and celebrity-driven.

He brushed off suggestions that Desmond would try to influence the Channel 5's news programming, which is supplied by Sky News, and said the newsreader Natasha Kaplinsky would be returning after maternity leave.

As part of the new influx of money he has already commissioned another 12-part series of the hit Hotel Inspector, presented by Alex Polizzi, for next year.

He said that some of the most popular home-made programmes included travelogues, including Robson Green's Extreme Fishing and Roy & Paddy's Great Adventures, and The Gadget Show.

Desmond is cutting £20m from Channel 5's budget, which will see up to 80 staff – about 25% of the total – made redundant. Those who have applied for voluntary redundancy are expecting to hear if they have been accepted next week.

Channel 5 is also moving from its Covent Garden headquarters to the premises of Desmond's media company, Northern & Shell, in Lower Thames Street, near London Bridge, and Docklands.

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